Breakout Country singer-songwriter, BRELAND, releases “For What It’s Worth” under the direction of Alex Bittan
In this piece, Alex Bittan creates a mixed narrative and performance video focused on personal growth, longing, and forgiveness. Shot in Texas, and cast with real people, BRELAND narrates the story of real-life champion bull rider, Ezekiel Mitchell, as he seeks to reconcile his past mistakes.
“It was a shocker to be asked to be in a music video for a super vocally talented artist who I’ve followed on TikTok. My cousin’s daughter loved ‘My Truck,’ and I’ve listened to that song a million times plus ten. BRELAND is an African American artist thriving in a genre not particularly dominated by African Americans — a parallel to my career, I guess you could say. It’s just really cool to be involved in this project, and everyone was incredible to work with. I sincerely appreciate being part of it, and I hope it helps to continue to push PBR into the mainstream.”
– Ezekiel Mitchell
“Before shooting the music video, I had only peripherally been aware of PBR and wouldn’t have been able to imagine what these athletes endure in the spirit of competition. Learning about Ezekiel and his unusual path to PBR instantly reminded me of myself and the bridges I’m trying to build within country music. I loved the filming process because I mostly just got to enjoy a thrilling new sport, but I also got to know an incredible young talent that is shifting people’s perception of bull riding. I’m excited to see where and how our paths cross again, but grateful to have such a budding star like Zeke represented in this video.”
– BRELAND
Commissioned by Atlantic Records.